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OPEN BOOK: Online Marketing

OPEN BOOK: Online Marketing

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Online marketing creates opportunities to reach new customers in new markets. Here, in the first of a series of practical guides specifically created to address your most burning issues as a business owner or entrepreneur, you'll find the know-how and inspiration to make the most of online marketing.
Online marketing creates opportunities to reach new customers in new markets. Here, in the first of a series of practical guides specifically created to address your most burning issues as a business owner or entrepreneur, you'll find the know-how and inspiration to make the most of online marketing.

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Published by: OPEN Forum by American Express OPEN on Dec 09, 2008
Copyright:Attribution Non-commercial

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01/25/2011

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OPEN BOOK 
A Practical Guide to Business Growth
 O N L  I   N E  M A R  K E  T  I   N G
CARDMEMBER SORY 
 Ari Weinzweig & Mo Frechette Zingerman’s
OUR EXPER 
 Jason Ewell ocuses on the ner  points o online marketing 
SEARCH ENGINEMARKEING 
How to enhance your positionin search engine rankings
 WEB 2.0 
Using the Internet to interact with your customers
121418
 
ONLINE MARKETING
ONLINE MARKEING CREAES OPPORUNIIES OREACH NEW CUSOMERS IN NEW MARKES. HERE YOU’LL IND HE KNOW-HOW AND INSPIRAION OMAKE HE MOS O IOPEN BOOK —ONLINE MARKEING
 Te Internet has acilitated a businessrevolution. With new vehicles and toolsor user interaction emerging every day,business owners can no longer aord tostay on the sidelines when it comes tomarketing their products and services via the web. Here, in the rst o a serieso practical guides specically createdto address your most burning issues as abusiness owner or entrepreneur, you’ll ndthe knowhow and inspiration to make themost o online marketing.Te online world complementsexisting commercial practices; it doesn’tmake them obsolete. Your operating range,or example, can be extended at a keystroke,opening up world markets or businesseslarge and small. Newound eciencies canbe applied to processes  rom supplier,customer and personnel management tomarketing, stock control and accounting resulting in marked savings.So, why does entering the digitalmarketplace seem so overwhelming attimes? irst, technical expertise, cashinvestment and time are all necessary, just as they are or any new aspect o  your business plan. Second, millions o individuals and businesses are already usingthe Internet, competing or the attentiono your customers. Breaking through thenoise to engage with your market in a new  way can be challenging. But, with a basicunderstanding o how online tools can work, your business can be a player.In this guide, we’ll explore basicstrategies or success in online marketing  with advice rom our OPEN Expert JasonEwell, as well as practical insights romOPEN Cardmember Ari Weinzweig, coounder o the Zingerman’s community o ood businesses. We’ll explore the mysteriesand magic o search engine marketing, as well as the social networking implicationsmade possible by Web 2.0. Lastly, we’ll takea look at how you can measure the successo your web eorts. Whether you’ve long since setout down the online road, or i you’re still wary, we’ll break down the key issues andterminology to help your business competein a wired world.
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www.openforum.com/openbook
 
ONLINE MARKEING —CONENSONLINE MARKEING —MASHEAD
 HE WORLD O WEB 2.0 
 Essential advice on how to use the new wave o recently developed webappliances to interact with your customers, opening up marketing opportunities in the process
 WEB ANALYICS 
Once your web site is up and running,there are ways and means o keeping aneye on its success. We suggest some o the most eective techniques to make sure you get more hits than misses
 HE UURE 
 Internet-based technology is turning science ction into reality, permitting tailored online experiences and new wayso accessing the web on the go. We assessthe trends on the horizon
CARDMEMBER SORY ZINGERMAN’S
How a tiny deli in Ann Arbor became a national institution thanks to some smart business sense and a ocused online marketing strategy
OUR EXPER ONLINE MARKEING 
Te Internet can be a powerul tool or  your business. Jason Ewell shares some  practical advice on how to make sure  your online marketing is eective 
SEARCH ENGINEMARKEING 
Revealing how Search Engine Optimization and Search Engine  Marketing can make the Internet domuch o the hard work or you
10.12.13.4.7.8.4Eite an Proce by
 Winkreative611 Broadway Suite 632New York, NY 10012 www.winkreative.com
Creative Director —
  YLER BRûLÉ
 Managing Editor —
 
 JENNIER McALEAR 
 Editor —
 
 JAMES WAIE
Design Director —
MAURUS RASER 
Photo Editor —
SEPHEN LEDGER-LOMAS
Production Editor —
 JACqUELINE DEACON
Sub-editors —
ANHONY BANKSLAURA VOGEL
 Editorial Assistants —
CLAUDIA CORRIERIDAVID PROERRA
 Account Director, Winkreative —
MEIGHAN DOBSON
Project Manager, Winkreative —
DIANA KEH
For American Express OPEN 
SM 
AMY IZGIBBONS JAMI KELMENSON JAISHRI KOHANDARAMANMARCELLA SHINDER 
13103
www.openforum.com/openbook

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